by Ernesto Comodo
Most of us can think of superfans, in companies—such as Apple, In-N-Out Burger, and Harley-Davidson. These are brands with a huge loyal following. These are the “superfans” and some could say they are the company’s greatest asset.
Superfans have what is called in psychology “Emotional attachment” which is a powerful factor that can influence customer behavior and loyalty. It refers to the emotional bond that customers feel with a brand, product, or service, beyond rational satisfaction. Emotional attachment can create a sense of belonging, trust, and loyalty among customers, leading to increased retention, referrals, and revenue for businesses.
Within the LA South Chamber of Commerce marketing team and our president, we have heard numerous times “we buy from who we know, trust and like”. Having a customer truly liking your brand is the hardest but the most rewarding for the growth of your brand.
When your customer is both satisfied and emotionally attached, they are significantly more likely to stay with your services and/or products in the future, almost twice as likely to recommend you (than if they were just satisfied), and much more likely to consider your brand for other products and services. That is the beginning of a Super Fan.
A Superfan is someone so passionately devoted to a brand that they have made it part of their identity and daily life. Superfans travel miles for live events, buy closets full of merchandise, follow every new online update, and participate in a community of like-minded enthusiasts.
It has been proven that a small business only needs 1,000 superfans to be successful as coined in the Article “True Fan” in Wired Magazine by its editor Kevin Kelly in 2008. But I would argue, if you are a micro business (under 5 employees) to focus on getting your first 100 SuperFans “True Fans”. Just by reaching 100, you will have thousands of orders per year and a healthy customer growth. Remember your SuperFans will be your brand’s biggest ambassadors giving you advertisement and publicity and bring additional customers on a regular basis.
Here are 5 tips to get you started:
Emotional attachment is not only beneficial for customers but also for businesses. According to Harvard Business Review, increasing customers’ emotional connection drives significant improvements in revenue growth, customer lifetime value (CLV) , retention rate, etc.
Ernesto Comodo
Marketing Director
Los Angeles South Chamber of Commerce (LASCC)
907K Marketing
Transforming small businesses into small giants through marketing strategy, branding and advertisement.
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